Sunday, August 22, 2010



Times Square, NYC

Plus CORE COLLECTION-Holiday 2010 and Spring 2011 Preview

Words/Images Judith Ecochard

Attitude is everything (“Wild at heart”)---and we were feeling the SURF ROXY vibe at a recent editorial preview of two decades old Roxy surfwear/street wear collections.

Front and center was a wall of cute sassy boy shorts (most $17-26)…with retro style lace-up designs, elastic or drawcord waistbands or zip closures, --- in solid pop tones, seventies graphics and cool prints like a faded denim with snap pocket (Fakie $23)---are also techy blessed---with anti-chaffing construction (carefully placed seams where they don’t rub), two/four way stretch fabrics, and built in sun protection.

Accessories are mix and match…or all matchy matchy if so inclined and include floppy hats, flip flops and oversized drawstring bags…with pretty “Sweet Tropics” floral prints (to go with the tri top bikinis),

or bold “Surf City” B/W graphics…a sixties modern take.

New this year…is the back closure that one can pull down and tighten ---in a cross back suit that is pool chic but also surf proof…as in a wave won’t knock it off.

The Core Collection that starts rolling out 9/25/2010 is inspired by ROXY sponsored,  pro surfer Kassia Meador…and includes bandeau and tri top bikinis/maillots/dresses with graphics hand drawn or taken from digital photographs by the athlete/artist…and a very hip wetsuit capsule collection=== with words that are mantra-like (up to $350 for long version).

“They’re not just for surfers, they’re a beach lifestyle,” we were told… as we decidedly agreed…feeling the “Endless Summer” ourselves.

The Roxy mantra also includes airy knit cover-ups to layer over tanks or swimsuits, cutoffs, and techy swim fabrics used to make feminine ruffled frocks…for that Beach fashion MO…

And easy hoodies, pull on matching poly/cotton French terry pants,
Breezy summery dresses,  tanks, etc.

No wonder Cynthia Rowley and Roxy  has such a successful partnership with those fab neoprene separates she showed for Summer 2010…

AND THIS LIMITED EDITION SURF BOARD---a collab with Meyerhoffer surfboards. 

WHY WE WANT TO WORK THERE: All employees are required to be boarders and are sent to surfing school. We chatted with some Left Coast based Roxy-ites, all friendly, smart and snow surfers too.